How do I create a media strategy?

In this article you will find tips on how to create a media strategy.

A large part of a Ducky Challenge’s impact is the effect it can have on colleagues and strangers who are inspired to reduce their own emissions. It is therefore worth thinking about how you can encourage some form of viral spread of your organisation’s climate activities.

Everyone can be winners!

One approach is to find and highlight what we call hero stories, during and after the Ducky Challenge ends. These can be simple success stories, such as the largest emission reduction by an individual. Or they can be powerful examples of how the Ducky Challenge has inspired deep, meaningful change—such as someone who stopped flying because they realised how harmful emissions are.

We have seen in the past that both local and national media are very keen on these hero stories, because they are positive examples of success against the climate emergency. At a time when pessimism is fashionable, they offer a welcome shift.

Some tips:

1. Encourage participants to use social media at regular intervals during and after the Ducky Challenge. This should spotlight those who are truly committed and enthusiastic about tackling these issues. Reach out to them and see if they have a personal story to tell.
2. If you can, try to organise some kind of award ceremony at the end to celebrate those who did well during the challenge. If possible, invite the press to the event, or have your CEO or a local mayor attend and give a speech.
3. Work with your internal or external PR agency to plan a campaign that uses Ducky Challenge data to highlight your climate action. If you need extra data or graphics, you can also contact Ducky at support@ducky.eco and we will try to help.
4. Encourage all participants to watch for possible success stories, and remember that this can include people who are not in the Ducky Challenge itself (such as family members) who may have been inspired to change their own habits.

Here are some examples from past challenges

1. Carbon Cup (Norconsult)
2. Skipping a Brussels trip to help the environment (NTNU)
3. Students show how we can help cut Norway’s annual carbon emissions by 30% (Trøndelag County Council)
4. Anthologie goes Ducky for sustainability (Anthologie)
5. Start at Home campaign (IKEA Norway)
6. Saved over 150,000 kg CO2e (Telemark County Council)

Any questions?

• If you have any questions or a problem, please email us at support@ducky.eco.

We will get back to you as soon as possible. Our office hours are all working days from Monday to Friday between 08:00 and 16:00, Oslo time.